Kefir is a fermented water or milk-based beverage composed of a symbiotic microbial mixture of lactic acid bacteria, yeast and acetic acid bacteria that are added to a polysaccharide matrix. It is widely known as an excellent source of probiotics with potential health benefits. Kefir can be eaten on its own, sweetened, or mixed with fruits. Brazilian Cerrado fruits have a different flavor and are a source of nutrients and bioactive compounds. So, they can make kefir more nutritionally and sensorially attractive. We aimed to assess the Brazilians' purchase intention for a kefir-based product with Brazilian Cerrado fruit-added. An online survey (Google Forms) was used. The link was shared on social media with Brazilians residing in Brazil and over 18 years old. 525 volunteers answered the survey, being 76.9% women, aged between 21 and 25 years, and with university degree. When asked about the purchase intention on kefir-based with Brazilian Cerrado fruit, 45.8% said they would buy it. Of these, 56.1% reported being interested in both forms of kefir, water or milk-based. Ice cream (71.5%) and yogurt (67%) were the products in which the participants showed the greatest interest. As for the Cerrado fruits to be added, cajuzinho-do-Cerrado (Anacardium humile, 54.2%), pequi (Caryocar Brasiliense, 39.7%) and mangaba (Hancornia speciosa, 37.3%) stood out, probably due to their sensory attributes. Color, consistency, flavor, and texture are important to 80.3% of participants when choosing products, while 78.7% are concerned about whether the products have any health appeal. Thus, we conclude that the development of a kefir-based product with the Brazilian Cerrado fruit-added can be an alternative to enhance local commerce and preserve Brazilian biomes. In addition, can providing consumers with health and well-being.